The mediating role of brand image in the influence of influencer credibility and E-WoM on repurchase intention of skincare products in Denpasar City

Komang Listia Damariyanti; Ni Wayan Sri Suprapti

doi:10.21744/irjmis.v12n4.2541

Authors

Komang Listia Damariyanti
listiadamar1@gmail.com
Udayana University, Denpasar, Indonesia
Ni Wayan Sri Suprapti Udayana University, Denpasar, Indonesia

Keywords:

Brand Image, Electronic Word-of-Mouth, Influencer Credibility, Repurchase Intentions, Skincare

Abstract

The increasing awareness among women regarding the importance of appearance and self-image, especially in the professional world, has driven the use of skincare products as part of personal branding and professionalism strategies. This study aims to examine the influence of influencer credibility and e-WOM on repurchase intention of skincare products, both directly and through the mediation of brand image. It also seeks to identify differences in repurchase intention between the two skincare brands. As the population is considered infinite, sampling was conducted using a non-probability sampling method with purposive sampling technique. A total of 150 respondents were selected based on specific criteria. T The results show that influencer credibility has no significant effect on repurchase intention or brand image. Meanwhile, e-WOM has a positive and significant effect on both variables. Brand image plays a crucial role in increasing repurchase intention and partially mediates the relationship between e-WOM and repurchase intention, but does not mediate the relationship between influencer credibility and repurchase intention. There is no significant difference in repurchase intention between Wardah and Skintific users. These findings highlight the important role of consumer reviews in shaping perception and repurchase intention in the skincare industry.

Downloads

Download data is not yet available.

References

Adrianto, F. N., & Kurnia, A. (2021). The influence of celebrity credibility on consumer trust and its impact on repurchase interest. Journal of Economics and Business, 14(2), 134–143

Agustina, & Julitriarsa, D. (2021). The Influence of Consumer Experience and Consumer Satisfaction on Repurchase Intent on Skincare Product Purchases on Shopee E-commerce. Business Horizon, 2(2).

Alfiana, D., & Na'im, A. H. (2023). The Influence of Beauty Influencer Credibility and Electronic Word Of Mouth (E-Wom) on Bybdka Product Purchase Decisions (Study on Bybdka Consumers in Jepara). Journal of Islamic Economics and Business IAIN Kudus, 1(1).

Alfiannor. (2024). Analysis of the Influence of Influencer Marketing on Consumer Buying Interest: Literature Review. Ecodestination, 2(2), 128–137.

Aprilia, M., & Arifin, R. W. D. (2023). The Influence of Marketing on Influencer Credibility through Instagram Social Media on MOP Product Purchase Decisions. BEAUTY Belongs to Tasya Farasya. Management Studies and Entrepreneurship Journal, 4(6).

Ayu, P., Susanti, I., & Pramesti, R. (2020). The mediating role of brand image on celebrity endorsement and repurchase intention. Journal of Marketing and Brand Management, 7(3), 150-161

Cahyadiningrum, A., & Rahardjo, K. (2023). Influencers' credibility towards the purchase decision of body care products: An empirical study on Instagram users. Journal of Marketing Communication, 11(2), 92–101.

ÇELİK, Z. (2022). The moderating role of influencer attractiveness in the effect of brand love, brand trust, brand awareness and brand image on brand loyalty. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 21(43).

Ekawati, N. W., Paramananda, K. A. S., Mahardika, I., Daely, A. S., & Rifky, A. M. (2023). The Role of e-Wom in Mediating the Influence of Website Quality and e-Service Quality on Repurchase Intent. Proceedings of the National Seminar of the Indonesian Management Forum - e-ISSN 3026-4499, 1.

Errmann, A., & Arango, L. (2025). When suffering hurts more: suffering for material products reduces intrinsic motivation, well-being, and repurchase intention compared to experiences. Journal of Business Research, 199, 115506. https://doi.org/10.1016/j.jbusres.2025.115506

Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The Effect Of Social Media Influencer On Brand Image, Self-Concept, And Purchase Intention. Journal of Consumer Sciences, 4(2).

Huda, F. (2019). The Relationship of Watching Youtube Vlogs Paranormal Experience Channel Raditya Dika with Paranoid Behavior: A Study on UKSW Salatiga Students. Communication Study Program FISKOM-UKSW.

Kadek, N., Yohana, Y., Ayu, K., Dewi, P., Ayu, G., & Giantari, K. (2020). The Role of Brand Image Mediates the Effect of Electronic Word of Mouth (E-WOM) on Purchase Intention. American Journal of Humanities and Social Sciences Research, 1.

Kim, J., & Yoo, S. (2025). When help backfires: Exploring the unexpected consequences of helpful reviews on word-of-mouth. Journal of Retailing and Consumer Services, 87, 104422. https://doi.org/10.1016/j.jretconser.2025.104422

Kinasih, S. S. (2021). The Influence of Influencer Credibility on Public Perception of Covid-19 Vaccination (Survey on Influencer Raffi Ahmad on People in the DKI Jakarta & Bekasi Area). Multimedia Nusantara University.

Kotler, P., & Keller, K. (2021). Marketing Management Edition 13 Volume 1 (M. M. Adi Maulana, S.E., Wibi Hardani (ed.)). Airlangga Publisher.

Lăzăroiu, G., Popescu, G. H., & Nica, E. (2020). The role of electronic word-of-mouth in influencing consumer repurchase intention in social commerce. SHS Web of Conferences, 74.

Mahatama, A. A. B. P., & Wardana, M. (2021). The role of brand image and customer commitment in mediating service quality towards customer loyalty. International Research Journal of Management, IT and Social Sciences, 9(1), 79–89. https://doi.org/10.21744/irjmis.v9n1.2006

Marendra, R., & Wicaksono, B. S. (2022). The Influence of E-WOM and Brand Credibility on Purchase Interest with Brand Attitude as Intervening. Journal of Business Economics, Management and Accounting (JEMBAK), 1(3).

Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation. International Journal of Research in Business and Social Science (2147- 4478), 11(5), 18–32.

Pamunggar, I. S. P. (2023). The Influence of Electronic Word of Mouth on Purchase Decision through Brand Trust with Risk Perception as Moderating (Case of Lazada Users in Indonesia). Siliwangi University.

Park, M., & Lee, J. (2021). The evolving role of personal grooming in career advancement among professional women. International Journal of Personal Care Studies, 29(1), 15-28

Permana, C., & Astuti, D. (2025). Analisis Manajemen Risiko Pada UMKM" Risk Management Analysis in Micro, Small, and Medium Enterprises (MSMEs)". Musytari: Jurnal Manajemen, Akuntansi, dan Ekonomi, 20(3), 51-60.

Puteri, E. M., & Djuwita, A. (2021). The Influence Of Electronic Word Of Mouth On Repurchase Decisions At Eastwood Store. E-Proceedings of Management, Vol.8, No.

Putra, T. R. I., Ridwan, & Kalvin, M. (2020). How Electronic Word of Mount (E-Wom) Affects Purchase Intention with Brand Image As A Mediation Variable: Case of Xiaomi Smartphone in Student. Journal of Physics: Conference Series, 1500(1).

Putri, N., & Hasib, F. (2022). The Influence of E-WOM on Repurchase Intention with Trust as a Mediating Variable (A Case Study of Wearing Klamby). Review of Islamic Economics and Finance, 5(1).

Rahmawati, R., Hastari, S., & Laksmita, D. (2024). The influence of influencer marketing and brand image on the purchase decision of Skintific Beauty Products in Pasuruan City. Jupiter: Balance Management, Accounting, and Economics, 7(4), 81–90.

Renaningtyas, A. R., Wahyuni, A. D., & Oktarina, L. (2022). Factors that affect consumer purchases: promotions, prices and products. Journal of Applied Management Sciences, 3(5).

Riansyah, R. A., Usman, O., & Febrilia, I. (2023). The Influence of Price and E-WOM on the Purchase Intention of Wuling Air Ev Mediated by Trust. Native: Indonesian Multidisciplinary Scientific Journal, 1(11).

Sari, N. N., Fauzi, A., & Rini, E. S. (2021). The Effect of Electronic Word of Mouth (E-Wom) and Brand Image on Repurchase Intention Moderated by Brand trust in the Garuda Indonesia Airline. International Journal of Research and Review, 8(9).

Setiawan, W., & Maulana, N. (2024). The Influence of Brand Image on Repurchase Intention with Customer Satisfaction and E-WOM as Mediating Variables in Local Shoe Products in Indonesia. The 5th Asia-Pacific Management Research Conference (APMRC) 2024, 166–174.

Smith, J., & Brown, L. (2020). The Impact of Physical Appearance on Social Perception and Professional Success. Journal of Social Psychology, 45(3), 123-135.

Sokolova, K., & Kefi, H. (2019). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 50, 286–293.

Suriyadi, F. I. (2021). The Effect of Perceived Information Quality, and Endorser Credibility on Purchase Intention with Brand Trust as an Intervening Variable; Scarlett Whitening Products. Journal of Marketing Strategy2, 8(2), 15.

Susanti, R. (2020). Consumer trust in influencers and its impact on repurchase intention in the skincare industry. Journal of Marketing Science, 10(4), 290-310

Wardhana, A. (2022). Brand Image and Brand Awareness. In Brand Marketing: The Art of Branding (pp. 105–119). CV. Media Science Indonesia.

Wijayanti, Y., Hidayat, A. T., & Puspitasari, I. (2024). The Influence of Influencers' Social Media Credibility, Parasocial Relationships and Brand Image on Consumer Purchase Intent on Tiktok Users. Juremi: Journal of Economic Research, 4(1), 311–320.

Yao, Y., Liu, Q., & Guo, M. (2025). Virtual influencers in brand image recovery: A comparative study of younger and older brands after celebrity endorsement crises. Journal of Retailing and Consumer Services, 86, 104316. https://doi.org/10.1016/j.jretconser.2025.104316

Zaharani, G. F. R., Kusumawati, N., & Aprilianty, F. (2021). The Impact of Micro-Influencer on Brand Image and Purchase Intention in Local Culinary Products on Instagram. Proceeding Book of The 6th ICNEM, November 2021.